Radio Production

McLeish, Robert; Link, Jeff

doi:10.4324/9781315744049

Cited by 6 publications

(2 citation statements)

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“…Fourth is the Humor which is a category that makes use of jokes in advertisement (Harris, 2009, in Warner, 2009. However, this has been criticized by many researchers since it is very risky, especially with the kind of product being introduced to the audience, but Olsson & Larsson (2005) stated that humor attracts the attention of the listeners and can help recall the product for a longer period of time which is also supported by McLeish (1994) with his statement that "the listener will enjoy the new jokes as as welcoming old favoritesfurther, he will recall the product long before the ad gets to it." In contrast, the impression of the product is at stake since its credibility will be questioned but several considerations will be recognized as emphasized by Sliburyte & Klimavicius (2012) since there are chosen products that can be appropriate and effective in some situations.…”

Section: Radio Commercialmentioning

confidence: 99%

Pre-Sequences and Speech Acts in Cebuano Radio Health Commercials in Cebu City

Apalla

Juan

Maxilom

2018

KLS

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This research attempted to identify and analyze the Cebuano-Bisaya radio health commercials using Schegloff’s (2007) framework on pre-sequences with the support of Yule’s (1996) speech act theory. Thirty (30) Cebuano-Bisaya radio health commercials were gathered from two selected radio stations. The results revealed that representatives were the most dominant function in speech acts that reflected in pre-sequences specifically with pre-offers and pre-announcements through drama and testimonial categories which are often used in medicinal product commercials. In advertising strategies, Cebuano-Bisaya commercials use Representatives and Expressive as persuasive devices in addressing the advertisers’ intended message to the target audience. Also, Cebuano-Bisaya commercials used Representatives and Expressive as an appeal to suggest an intention for the listener to buy advertised products.Keywords: Cebuano, commercial, health, pre-sequences, radio, speech acts

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Section: Radio Commercialmentioning

confidence: 99%